Pay-per-click (or PPC) platforms typically provide you with a considerable amount of data about your campaigns. But is this the best way to track and measure ROI?
One of the realities of PPC is that Facebook, Google, and other companies want you to spend money with them. So if you fire up a campaign and go with all of the default settings, your campaign will be anything but optimized. The performance will be subpar.
If you’re thinking about bang-for-buck, you need to connect your PPC accounts with your marketing automation platform. Interested in finding out how this works? Let’s take a look.
Why Marketing Automation?
Here’s the problem with cobbling together a report using a platform like Google Adwords – it’s time-consuming. Copying the data into a spreadsheet, reordering it into a semi-logical, semi-readable format, deleting duplicate data, recovering lost data. This is essentially data-cleansing on a small scale!
Marketing automation isn’t just useful for tracking paid campaigns. It’s a great tool for tracking any and all campaigns you’re running. Instead of having to connect multiple pieces of software to do your reporting, you can eliminate layers of complexity by getting PPC and marketing automation working together.
It is, in effect, a match made in heaven. With marketing automation, you can gain a better view of what’s working and what isn’t. You can also track your leads and where they are in your sales pipeline.
Tracking Keyword Performance with Marketing Automation
Have you ever wondered what keywords are generating leads and sales for you? What about the value of each conversion?
You guessed it. By connecting your PPC account with marketing automation, you can see whether or not your ad spend is getting you the results you want. You can determine which keywords are driving views but not conversions, conversions but not many views, and so on.
As you can imagine, when you know which keywords are leading to conversions, it makes it much easier for you to optimize your campaigns moving forward. It’s easy to make the mistake of putting more money into keywords that are driving traffic, but not leading to conversions. But with automation, you can sort your data based on metrics that matter to you most. If traffic is what you want, you can optimize for that. If conversions are what you want (and we assume this is what you want), you can make that happen too.
Get a Big-Picture View of Your Campaigns
As every marketer knows, tracking and measuring the performance of your promotion and advertising efforts is simply part of the job description. But putting together a comprehensive and easily understandable PPC report alone used to be a laborious task, never mind assessing the results to adjust the strategy.
That’s one of the benefits of using marketing automation. It doesn’t matter what kind of campaign you’re running – free or paid. You can easily track and view ROI from end-to-end.
In any organization, it’s typical to have several marketing initiatives running at the same time. Being able to see, from a bird’s eye view, which campaigns led to the sale, and how they’re all working together, is essential to an effective marketing strategy.
If you’re a marketer, you already know – proving ROI on social media is hard. It is one of the reasons why social media strategies are often abandoned, to the detriment of the business in question. But with marketing automation, you can see the effect your social presence is having on your leads, and what role it’s playing in converting them to customers.
Finally, making this data available to your sales team makes it easier for them to customize their conversations with leads, and determine which are sales-ready, and which still need to be nurtured.
PPC and marketing automation – a powerful combination. One could make the argument that you’re not making the most of your PPC and marketing campaigns if you aren’t using the two in tandem.
If you’re interested in optimizing ad spend and enabling your sales team, you’ve found a winning arrangement.
Are you using marketing automation to track your PPC campaigns? If so, how has it helped your marketing?
Let us know in the comments below.